Dampak ekonomi digital terhadap pertumbuhan umkm: optimalisasi digital marketing dalam mendorong perkembangan usaha
Keywords:
digital economy, MSMEs, digitalization, e-commerce, competitiveness.Abstract
The development of the digital economy has significantly changed the way Micro, Small, and Medium Enterprises (MSMEs) operate in Indonesia. This study aims to examine the impact of the digital economy on MSME development, identify the adaptation efforts made by business owners, and explore strategies to optimize the use of digital technology. The research uses a library research method by reviewing relevant journals, books, and scientific sources. The results show that digitalization provides various benefits for MSMEs, including wider market access, improved operational efficiency, easier payment transactions, and stronger marketing activities through social media and e-commerce platforms. However, several challenges remain, such as low digital literacy, limited technological infrastructure, and unequal internet access. Therefore, support from the government, private sector, and educational institutions is needed through training programs, business assistance, and digital infrastructure development. Strong collaboration among stakeholders is expected to help MSMEs improve their competitiveness and contribute more significantly to national economic growth in the digital era.Downloads
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